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Estd 4.22.2023
Based on our saas pricing book, Price to Scale, it’s not uncommon for a company to start with a PLG (product-led growth) strategy and evolve to include a sales-assisted enterprise plan later on. Here’s how you can layer a sales-driven approach on top of a PLG foundation:
• Directly address different customer segments
Our book emphasizes that while a PLG model works well for many users, larger organizations often seek more hand-holding and tailored support. This means you need to design enterprise packages with additional features or services that justify dedicated sales involvement.
• Tailor your packaging and positioning
In Price to Scale (see our discussion in the positioning and packaging section), the importance of properly bundling features isn’t just about creating a “good-better-best” structure, but about aligning your offerings with what each segment truly values. For enterprise customers, this might involve customizations, premium support, or account management features that require deeper sales interaction.
• Adjust your sales compensation and forecasting
When you layer a sales element over a PLG foundation, it’s crucial to re-think sales incentives. As noted in our book, if the initial self-serve sale is lower-touch, the sales team’s compensation should be structured around account growth or upsell opportunities—rewarding them for turning a starter account into a fully integrated enterprise customer.
• Operationalize the integrated model
Price to Scale highlights the operational challenges that come with integrating different sales channels. Your systems and processes must be aligned to support both the self-serve and sales-assisted journeys. This could involve refining your CPQ (Configure, Price, Quote), ERP, or billing systems so that there’s a smooth handoff between the PLG model and the sales-driven enterprise process.
In summary, layering a sales-driven approach on a PLG foundation is about creating clear distinctions in offer design and ensuring internal alignment on compensation, forecasting, and operational execution. By addressing the distinct needs of enterprise customers—who often expect a higher level of service—you can effectively complement your PLG strategy and drive sustainable growth.